Miss Crofton's new line debuts via the photo messaging app, giving playful glimpses of underwear.

When Snapchat first launched in 2011, people were drawn to the idea that any photo or video they sent would soon be hidden from the recipient and deleted from the server. With sexting at its prime, it’s no secret that the app has often been used for sending sexy selfies, but now it’s been taken over by brands. London-based Miss Crofton is no exception.

Miss Crofton is a lingerie brand that sells handmade, vintage inspired garments with a lighthearted feel. Following the idea that lingerie is only ever seen for a few seconds, the creator teamed up with SON who came up with the campaign. Katie Harrison, cofounder of SON, says the way the Snaphat community works allowed the collaborators an opportunity to explore and experiment on the platform.

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